Full-Site Redesign & Design System for a Dental Marketplace

Net32 is an online dental marketplace. Think of it as the Amazon of dental supplies, serving dentists, dental assistants, office managers, and dental labs across the United States. With over 70,000 registered dental professionals, the platform needed to work flawlessly for a savvy B2B audience that shops for everything from gloves and gauze to impression materials and handpieces.

When I joined, UX work had been handled by external contractors. They were talented people, but without the institutional knowledge, team coordination, and long-term ownership that come from an in-house function. My mandate was to change that.

What needed to change

• UX was done by contractors with no in-house ownership, no consistency, and no design system
• The existing site showed its age: inconsistent visual language, dated interaction patterns, and a homepage that didn't communicate the value proposition clearly
• Search and list pages didn't give professionals the filtering and sorting tools they needed to find the right product efficiently
• Checkout flow had unnecessary friction points that contributed to abandonment
• Account section didn't meet the needs of office managers who handle purchasing for entire practices

The first challenge wasn't design. It was people. I managed the full transition from external contractors to an in-house UX team, which required thoughtful planning to maintain continuity on active projects while building sustainable capacity for the future.

The transition process

• Audited current contractor work: what was in flight, what was near completion, and what could be handed off safely
• Defined the in-house team structure: roles, responsibilities, and reporting lines
• Led recruiting: writing job descriptions, reviewing portfolios, conducting interviews with design exercises, and making hiring recommendations
• Onboarded new hires with a structured 30-60-90 day plan covering domain knowledge, tools, process, and relationships
• Managed the contractor wind-down to ensure knowledge transfer and no project gaps

A consistent user experience across a large e-commerce platform requires a shared design language. I maintained and significantly expanded Net32's design system - turning a loose collection of styles into a structured, documented system that improved consistency, efficiency, and collaboration across design and engineering teams.

Design token architecture

I restructured the system around a three-layer token architecture: primitive tokens (raw values), semantic tokens (purpose-driven aliases), and component tokens (specific use cases). This separation makes the system flexible, themeable, and easier to maintain as the product evolves.

Component library

With tokens established, I documented and built out the component library: buttons, alerts, chips, breadcrumbs, navigation bars, footers, and product cards, all built on the token system for consistency and easy updates.

Navigation & layout system

Navigation was redesigned at both desktop and mobile breakpoints, with a new persistent navigation bar, sub-navigation system, and footer, all documented as reusable system components.

With the design system in place, my team redesigned every major section of the Net32 platform, launched December 1, 2025. The redesign was grounded in user research and analytics to understand how dental professionals actually shop, not how we assumed they did.

Homepage

The homepage was restructured to communicate Net32's core value proposition immediately: the largest selection of dental supplies at the best prices, with fast shipping and an easy ordering experience. The new design eliminated visual clutter, clarified the category navigation entry points, and surfaced deal-discovery paths that analytics showed were high-value for returning professionals.

List & Search Pages

Dental professionals are expert buyers who know exactly what they want and need efficient filtering to get there. The redesigned list page introduced a persistent left-rail filter panel, improved sort controls, and a product card layout that surfaces the right information (price breaks, package quantities, brand) at a glance.

Product Detail Page

The PDP redesign addressed a consistent pain point: professionals needed to quickly validate that they were ordering the right product in the right quantity at the right price. The new layout leads with a clear buy box, prominent price break table, and organized product specifications, all before scrolling to reviews and related products.

Footer & Global Elements

Account Section

The account section was redesigned with dental office managers in mind, the users who manage purchasing for an entire practice, need to track multiple orders, manage payment methods, and handle returns. The new information architecture organized account functions by the tasks users actually came to perform.

In under six months from hire, my team launched a comprehensive redesign of the Net32 platform, backed by a mature design system that the engineering team could build from with confidence.

• Managed full transition from contractor UX model to an in-house design team
• Built and expanded the design system with a three-layer token architecture, documented components, and responsive navigation patterns
• Launched full site redesign covering home page, list pages, PDP, checkout, and account sections on December 1, 2025
• Improved design-to-engineering handoff quality, reducing implementation rework through detailed component specs and regular design review
• Established a sustainable team structure and process for ongoing UX iteration post-launch